JP2013539108A - Content server - Google Patents

Abstract

A content server for providing content items for inclusion in a web page comprises a web interface, a content store, a server log, and a decision engine. The content store stores a plurality of content items, and each content item is associated with a desired number of impressions at a predetermined time. The server log stores the last time that the content item was provided by the content server for each content item. The decision engine is configured to calculate, for each content item, a minimum time for the content item based on a desired quantity of impressions for the content item and a predetermined time, and the content item to be transmitted by the web interface is transmitted to the current time and the server It is configured to select from content items whose duration with the last time stored in the log exceeds the minimum time of the content item.
[Selection] Figure 5

Description

  The present invention relates to a content server for providing content items for inclusion in a web page. The present invention is particularly suitable for use with, but not limited to, an ad server that is a server that provides advertisements for inclusion in a web page.

  A known system for providing web pages is shown in FIG. The system 1 includes a personal computer 11, a web server 12, and a content server 13, all of which can communicate via the Internet 10.

  The personal computer 11 is installed with a web browser application that can retrieve and display a “web page” obtained via the Internet 10. Web pages are generally defined using hypertext markup language (HTML) data files.

  The web server 12 is installed with web server software that can provide an HTML data file that defines a web page (among others). A user of the personal computer 11 can request a web page from the web server 12 using a uniform resource locator (URL) or “web address” associated with the web server 12. Such URLs or web addresses can be found at, for example, http: // webserver. com / page. The format can be html. This is interpreted as a request for an HTML data file “page.html” from a web server (in this example, web server 12) known to the Internet 10 as “webserver.com”.

  The web address may be entered directly into the web browser by the user. Or, for example, the web page that the user is currently browsing may include a hyperlink associated with the web address. A user can click on the hyperlink to request a web page with that web address. To obtain the web page, the personal computer 11 sends a request for an HTML data file having the desired web address to the Internet 10, which then relays the request to the web server 12 and responds thereto. The web server 12 returns the data file. Next, the HTML data file is transmitted to the personal computer 11 via the Internet 10 and displayed by a web browser.

  HTML data file page. An exemplary web page defined by html is shown in FIG. The web page 20 includes text 21, which is the underlying HTML data file page. Explicitly included in html. Web page 20 also includes an image 22. However, unlike text 21, image 22 is based on the underlying HTML data file page. It is not explicitly included in html. Rather, the HTML data file page. The html contains a reference to the graphics file used to generate the image. This reference can be found, for example, at http: // contentserver. com / picture. The format can be jpg. This is interpreted as a request for a graphics file “picture.jpg” from a web server known to the Internet 10 as “contentserver.com”. HTML data file page. When displaying the web page 20 defined by html, the web browser displays the address contentserver. com. The required graphics file picture.com. Further requests for jpg are made to the Internet 10. The Internet 10 relays the request to the content server 13, and the content server 13 returns a graphics file. The graphics file is then transmitted over the Internet 10 to the personal computer 11, which displays the graphics file as part of the web page 20.

  Other content may be provided in addition to or instead of the graphics file. For example, a web address can be provided with the graphics file. The web page 20 is configured to go to that web address when the image 22 is clicked by the user. In addition, the text to be displayed, or the code to be executed, can be provided with a graphics file to name just a few examples. Alternatively, an “applet” file can be provided instead of a graphics file. The data from the personal computer 11 generally includes, for example, a code for collecting details of the web browser being used, data stored in a “cookie” used by the web browser, and the like. is there.

  As can be seen, the web page obtained from the first source (web server 12 in the above example) can include content from the second source (content server 13 in the example above). Such a configuration may be desirable for many applications. A common use is to serve advertisements on web pages. Thereby, providers of web pages 20 allow advertisements to be displayed as part of their web pages, usually in exchange for money.

  Content server 13 is commonly known as an “ad server” when used to provide such advertisements. These advertisements are provided as graphics files included in the web page 20 as described above. In this case, the content server 13 has a store of graphics files corresponding to various advertisements that can be provided. When the content server 13 receives a request for an advertisement, the contents server 13 returns a graphics file corresponding to the specific advertisement to be displayed at the opportunity from the store. Next, a known process for selecting a particular advertisement to be displayed will be described.

  The various advertisements provided by the content server 13 are divided into separate sets, which correspond to different advertisements “campaigns”. Thus, for example, the set of advertisements that make up Campaign X is for a specific product sold by a specific company. The company will show the desired number of “impressions” for Campaign X. “Impression” is the frequency with which advertisements are displayed on the web browser of the user's computer. So, for example, the company wants Campaign X to have 100,000 impressions per day, in other words, the campaign's ads are displayed 100,000 times per day on the user's web browser. You know that you want to be done.

  In the first step, the required number of impressions is calculated for each advertisement in the campaign. This is usually the case when you simply divide the total number of impressions for a campaign by the number of ads in that campaign. Thus, if there are five advertisements in campaign X, each advertisement requires 20,000 impressions. However, if it is desired that a particular advertisement in a campaign be displayed more frequently than other advertisements, the total number of impressions for that campaign can be randomly allocated to each advertisement. Campaigns can also be indexed by “click-through” in addition to the desired number of impressions. This is an indication of the number of advertisements clicked by the user to go to the web address associated with the advertisement. If you find that your ads are being clicked less often (or more often) than expected, take that into account and try to increase (or decrease) the number of impressions for those ads in your campaign .

  This first step is repeated for all campaigns covered by the content server 13, resulting in a number of impressions for each advertisement provided by the content server 13. The number of impressions is used by assigning a priority weight to each advertisement. The higher the number of impressions, the greater the priority weight assigned to the advertisement.

  During system operation, when a request for an advertisement is sent to the content server 13, the content server 13 uses a standard pseudo-random algorithm to select the advertisement to return. However, the priority weight assigned to the advertisement is used to change the probability that a particular advertisement is selected. In other words, an advertisement with a higher priority weight has a higher probability of being selected, and an advertisement with a lower priority weight has a lower probability. In this method, the content server 13 attempts to provide the required number of impressions for each advertisement and thus for each campaign.

  However, there are various problems associated with this method of selecting advertisements. Next, some of those issues are discussed.

  It is often desirable to limit the environment in which campaign advertisements are displayed. As described above, the content server 13 can collect data from the personal computer 11 of the user, and can obtain a profile related to the user from the data. For example, the IP address of the personal computer 11 indicates the country where the user is based. Cookies stored in the computer indicate other websites visited by the user, items purchased by the user, and data provided online by the user. As an example, the content server 13 can derive the user's profile as male, based in the UK, and interested in cars. For example, a campaign may be restricted so that advertisements are only displayed to users who match such a profile.

  In such a case, the advertisement selected by the content server 13 is selected only from advertisements that satisfy those restrictions. However, when priority weights are calculated based on every advertisement, those priority weights do not provide the desired behavior in this case. For example, assume that the content server 13 can provide advertisements from the following campaign shown in Table 1.

  The total number of impressions required is 1,000,000, and these campaigns have been assigned the priority weights shown in the table above. Further, assume that the content server 13 receives 1,000,000 requests uniformly throughout the day. Selecting advertisements from a campaign according to their assigned priority weights will provide the desired impressions all day long.

  Now, however, assume that these campaigns have the country limits shown in Table 2.

  Further assume that 800,000 of the daily requests come from users in the United States and the remaining 200,000 come from the UK. (Such variations arise from the fact that, among other things, different countries have different populations.)

  If the request originates from the United States, the advertisement will be selected from either Campaign A or Campaign B (because Campaign C is limited to the United Kingdom only). These campaigns have respective priority weights of 0.4 and 0.5. Thus, for requests originating from the United States, approximately 355,556 advertisements will be selected from campaign A and approximately 444,444 advertisements will be selected from campaign B. In contrast, if the request comes from the UK, the ad will be selected from either Campaign A or Campaign C (because Campaign B is limited to the United States only) and these campaigns will The respective priority weights are 0.4 and 0.1. Thus, for requests originating from the UK, approximately 160,000 advertisements will be required from campaign A, and approximately 40,000 advertisements will be required from campaign C. Table 3 shows the actual impressions for each campaign for the day. As you can see, it does not match the desired impression. Despite the fact that there is clearly enough demand during the day, this meets the requirements of a separate campaign to allow the desired impressions to be provided.

  Another problem with this method is that it cannot fully take into account factors related to the campaign other than the desired number of impressions. For example, the two campaigns have the same desired number of impressions, but one campaign may be more profitable per impression for the operator of the content server 13 than the other campaign. Thus, in certain circumstances, ads for higher profitable campaigns are more frequent than ads for lower profitable campaigns, especially if it is unlikely that the desired number of impressions for both campaigns will be fully delivered. It would be desirable to be selected. Using this method, it can only be done by modifying the required number of impressions for each campaign advertisement in order to modify their priority weights. However, this can lead to providing too many or too few impressions for each campaign as a whole, which is clearly undesirable.

  US Patent Application Publication No. 2007/0299682 (A1) issued on December 27, 2007 (Roth et al.) Is a system for determining advertisements to be placed on a web page in response to a browser request for a web page. Is disclosed. The system receives one or more bids associated with an advertisement, selects one of those bids, and places an advertisement associated with the selected bid on a web page. Do putting. This system is commonly known as a “real-time bidding” system. It differs from the system of the present invention in that it does not have the content items that it needs to provide, but rather suggests impressions to others who provide the content items.

US Patent Application Publication No. 2007/0299682 (A1)

  The present invention seeks to solve or mitigate some or all of the above problems. As an alternative or in addition, the present invention aims to provide an improved content server for providing content items and a method for providing content items.

  While the present invention is particularly well suited in the context of providing advertisements for inclusion on a web page, it will be appreciated that it is also applicable to situations where other types of content items will be provided from a set. I will. For example, the present invention can be applied to providing images, jokes, games, quiz issues, or any other content that can be included in a web page.

According to a first aspect of the present invention, there is provided a content server for providing a content item for inclusion in a web page,
A web interface configured to receive requests for content items and to send content items in response to such requests;
A content store configured to store a plurality of content items associated with each content item with a desired number of impressions at a given time;
For each content item, a server log configured to store the last time that content item was provided by the content server;
A decision engine configured to send one content item from a plurality of content items via the web interface in response to a request for content received by the web interface;
The decision engine is configured to calculate, for each content item, a minimum time for the content item based on a desired quantity of impressions associated with the content item and a predetermined predetermined time. ,
The content item for the determination engine to send via the web interface from content items whose duration from the last time stored in the server log to the current time exceeds the minimum time calculated for the content item. A content server is provided that is further configured to select.

  Therefore, the content item to be provided is selected from content items that have not been provided for a time exceeding the minimum time of the content item. The minimum time is calculated based on the number of impressions required. This prevents more content items from being provided than needed. However, the selection of which content item to provide among the content items that have exceeded the minimum time can also be made based on other factors. Examples of ways to determine include randomly selecting content items, selecting the most recently supplied content item (ie, the “oldest” content item), and selecting the most profitable content item To do. Any other suitable method can also be used. The method of selecting content items is not implemented by adjusting the minimum time or the desired number of impressions, so it can be used without adversely affecting the number of impressions during a given time It doesn't matter.

  Preferably, the decision engine is configured to periodically recalculate the minimum time of the content item. If the number of content items provided so far is less or more than expected, the content items may be selected after a change to a shorter or longer time.

  Advantageously, the minimum time is calculated for any interval within a predetermined time. For example, the minimum time is calculated every hour of the day. This can take into account variations in the number of available impressions during a given time.

  Advantageously, the minimum time is calculated based on historical data of available impressions.

  Preferably, the web interface is configured to obtain data indicating the type of request for the content item. Associated with the content items are restrictions on the type of request when those content items are selected. This allows content items to target specific types of requesters. Preferably, the minimum time is based on restrictions associated with the content item.

  The decision engine can be configured to select content items for transmission by the web interface from content items that do not have an associated minimum time. This allows the content server to provide a “default” content item if, for example, no content item has exceeded its minimum time.

  Advantageously, the plurality of content items include video clips, and a desired number of impressions associated with the video clips is calculated based on the duration of the video clips. This makes it possible to specify a campaign that is composed of video clips and that is designated with a desired total “playback time”. In other words, the desired total duration of the provided video clip can be specified. The desired number of impressions is then calculated based on the duration of the video clip, thereby obtaining the desired total playback time. “Video clip” means a portion of video data, whether it is a live action, an animation, or any other set of moving images.

  The web interface can be configured to receive an offer for impressions from a remote system, and the decision engine places a bid for the impression via the web interface and when the remote system indicates that the bid is successful, The selected content item can be configured to be transmitted through the interface. In this method, the content server may provide content items for impressions offered for bids by a third party system in addition to or instead of providing content items for impressions for which bidding is not required. it can.

According to the second aspect of the present invention, there is provided a method of supplying content items to be included in a web page from a plurality of content items, each content item being associated with a desired number of impressions at a predetermined time. In the method,
For each content item, calculating a minimum time for the content item based on a desired quantity of impressions associated with the content item and a predetermined time;
In response to a request for a content item, selecting one content item from the plurality of content items;
Providing the selected content item;
Recording the time at which the content item was provided,
A method is provided for selecting a content item from content items whose duration at the current time and recorded time exceeds a minimum time calculated for the content item.

  Preferably, the minimum time is recalculated periodically. Advantageously, the minimum time is calculated for any interval within a predetermined time. Advantageously, the minimum time is calculated based on historical data of available impressions. Preferably, data indicating the type of request is received with the request, and the content items are associated with restrictions on the type of request when those content items are selected. Preferably, the minimum time is based on restrictions associated with the content item. Content items can be further selected from content items that do not have an associated minimum time.

  Advantageously, the plurality of content items include video clips, and a desired number of impressions associated with the video clips is calculated based on the duration of the video clips.

This method
Receiving an impression offer from a remote system;
Sending a bid for the impression to a remote system. If the bid is successful, the remote system sends a request for a content item for inclusion in the impression.

  According to a third aspect of the present invention, there is provided a computer program product configured to provide the aforementioned content server when executed on a server.

  According to a fourth aspect of the present invention there is provided a computer program product configured to perform any of the above-described methods when executed.

  Of course, it will be appreciated that features described in connection with one aspect of the invention may be incorporated into other aspects of the invention. For example, the method of the present invention can incorporate any of the features described with reference to the apparatus of the present invention, and vice versa.

  Embodiments of the present invention will now be described, by way of example only, with reference to the accompanying figures.

1 is a schematic diagram illustrating a known system for providing web pages. FIG. It is the schematic which shows a web page. It is the schematic which shows the content server by the 1st Embodiment of this invention. It is a flowchart which shows operation | movement of a content server when a new campaign is added. It is a flowchart which shows operation | movement of the content server in use.

  A content server according to a first embodiment of the invention is shown in FIG. In this embodiment, the content server 100 that is an ad server includes a web interface 101. The web interface 101 can communicate via the Internet 10. The web interface 101 is connected to the decision engine 102. The decision engine 102 is connected to the content store 103 and the server log 104, and the content store 103 stores a plurality of content items. The server log 104 is a storage device that stores the last time when the content item stored in the content store 103 was provided by the content server 100.

  The operation of the content server 100 when a new campaign is added is shown in FIG. This is the same process that occurs when the content server 100 is initialized.

  In the first step, a new content item (eg, a graphics file) for advertisement for a new campaign is received by the content server 100 (step 201). Those content items are added to the content store 103 (step 202). This campaign also has limitations on the types of users it can use, as described above. For example, the advertisement for this campaign is intended to be displayed only to users who are British men. For example, the location of the user can be accurately identified from the address data that the user entered on the website at a previous opportunity. This makes it possible to identify the user's exact zip code. The restrictions are based on other details about the user, such as available historical data on the user's web usage patterns, the type of web browser the user is using, and so on. The restriction is also based on the context used in the content, eg, the content of the web page in which the content item is displayed, the keyword of the web page or its URL, time, time, etc. In general, the restrictions are based on available information about the user viewing the content item, the context in the content item the user views, or other available data that can actually be considered relevant.

  Details of restrictions corresponding to each content item are also stored in the content store 103.

  For each content item stored in the content store 103, a record is created in the server log 104 and the current time is stored (step 203). In an alternative embodiment, only empty records are created when new content items are added to the content store 103.

  The campaign has the desired number of daily impressions. Using this desired number, the minimum time for each content item is calculated. The minimum time is stored in the content store 103 along with the content item (step 204). The minimum time is calculated by dividing the length of time for impressions (here 1 day) by the number of impressions required. For example, if 100,000 impressions are needed during the day, this calculation results in a minimum time of 0.864 seconds. In alternative embodiments, further adjustments may be made to the minimum time. For example, the minimum time is reduced by 10%, and the fraction is rounded down to the nearest number in the hundredth of a second. That is, the minimum time is 0.77 seconds.

  In a particularly advantageous embodiment, the campaign includes video clips as content items. Each of these video clips, of course, has a specific duration. The campaign then has the desired total “play time”, in other words, the desired total duration of the video clips provided for the campaign. The desired number of impressions for that campaign is then calculated based on the duration of the video clip to obtain the desired total playback time. For example, if a campaign consists of video clips with a duration of 10 seconds and has a total playback time of 1,000,000 seconds, the desired number of impressions will be 100,000. This is then used to calculate the minimum time as described above.

  For campaigns that consist of video clips of different durations, the number of impressions is such that the number of times the video clip is played is within a certain percentage or the total duration of the video clip being played is constant. Calculated based on the duration of the video clip to fit within a percentage or according to any other suitable calculation. Thus, for example, in a campaign with a video clip having a duration of 5 seconds and a video clip of 10 seconds, it is determined that each video clip is played the same number of times. Alternatively, each video clip can be defined to obtain the same amount of playback time, so that the desired number of 5 second video clip impressions is twice that of a 10 second video clip.

  The operation of the content server in use is shown in FIG. Initially, a request for a content item is received by the web interface 101 from the Internet 10 (step 301). The request includes data collected from the personal computer that made the request. Web interface 101 passes the request and data to decision engine 102 (step 302). The decision engine 102 then uses the data to identify the personal computer user's profile as described in detail above (step 303).

  Next, the decision engine 102 identifies content items from the content store 103 that have restrictions that satisfy the user's specified profile (step 304). For each of those content items, the time at which the content item was last provided (or the time at which the content item was added to the content server 100 if the content item has not been provided), Retrieved from the server log 104 record for that content item. The difference between the time and the current time is calculated to obtain the duration since the content item was last provided by the content server 100 (step 305). Then, content items whose calculated duration is longer than the minimum time of the content item (the minimum time stored in the content store 103 in step 204) are identified and one of those content items is selected (step 306). The content item can be selected, for example, randomly using various methods. Methods for selecting content items according to alternative embodiments of the present invention are discussed in detail below.

  The selected content item is sent to the web interface 101 by the decision engine 102 and provided to the user's personal computer (step 307). Finally, the server log 104 record for the content item is updated to the current time (new latest time when the content item was provided) (step 308).

  The method for selecting content items at step 306 will be discussed. As described above, the content items are selected randomly. In an alternative embodiment, the content item that is most profitable per impression for the operator of the content server 100 is selected, or the content item that has the associated limit closest to the derived user profile is selected. Or the content item with the longest duration since it was last served is selected.

  In an alternative embodiment, the minimum time of a content item is determined at any interval within a predetermined time, i.e. a specific period of the day, e.g. on an hourly basis. In one such embodiment, to provide historical data regarding the possible changes in available impressions in a day, eg, a corresponding ratio of predicted impressions per hour and required impressions per hour. The calculated minimum time is used. In such embodiments, additional aspects of historical data can be taken into account, such as specific days of the week or seasons. If other aspects, such as weather conditions, are available from the historical data, they can also be taken into account.

  In a further alternative embodiment, the minimum time for a content item is determined based on a restriction aspect for that content item. For example, historical data indicates whether the ratio of impressions changes based on the origin of those impressions (in other words, the country that originated those requests). A specific campaign can be assigned, for example, a specific country and time zone, and the minimum time for content items related to that campaign should be set according to the impressions that are expected to be available for that country and time zone Can do.

  In a further alternative embodiment, the minimum time of the content item is recalculated in real time while the content server 100 is in use. In other words, the minimum time is recalculated based on the remaining impressions needed at a particular time. For example, assume that 1000 impressions are required for a particular hour and the minimum time is 3.6 seconds (assuming no further adjustments are made). If only 200 content items are provided after 30 minutes, there will be 800 remaining impressions needed in the remaining 30 minutes. Therefore, the minimum time is recalculated as 2.25 seconds.

  In a further alternative embodiment, the impression of the web page is provided by a third party system that allows multiple parties to bid to include content items on the web page. (In other words, this third-party system is a “real-time bidding” system.) The web interface 101 receives an offer for impressions from the third-party system, and the decision engine 102 accepts those impressions via the web interface 101. Make a bid. If the bid is successful, the third-party system requests the content item from the web interface 101 to indicate that the bid was successful and the decision engine 102 selects and sends the content item as desired above. To do. The decision engine 102 can modify the bid level based on a comparison of the number of impressions made so far and the number of impressions required. For example, if 1000 impressions are required per hour and only 200 content items are provided after 30 minutes, this may be due to too few successful bids on the impressions. In this case, the decision engine 102 increases the bid level. This increases the number of successful bids and more impressions that can provide content items.

  Although the present invention has been described and illustrated with reference to specific embodiments, those skilled in the art will appreciate that the present invention is suitable for many different variations not specifically illustrated herein. Will do.

Claims (20)

A content server for providing content items for inclusion in a web page,
A web interface configured to receive requests for content items and to send content items in response to such requests;
A content store configured to store a plurality of content items, wherein each content item is associated with a desired number of impressions at a predetermined time; and
A server log configured to store for each content item the last time the content item was provided by the content server;
A decision engine configured to send a content item from the plurality of content items via the web interface in response to a request for content received by the web interface;
The decision engine is configured to calculate, for each content item, a minimum time for the content item based on a desired quantity of impressions associated with the content item and the predetermined time;
The decision engine selects the content item to be transmitted by the web interface from among the content items whose duration at the current time and the last time stored in the server log exceeds the minimum time. Content server configured in   The content server of claim 1, wherein the decision engine is configured to periodically recalculate the minimum time of the content item.   The content server according to claim 1 or 2, wherein the minimum time is calculated for an arbitrary interval within the predetermined time.   The content server according to any one of claims 1 to 3, wherein the minimum time is calculated on the basis of impression history data.   The web interface is configured to obtain data indicating a type of request for a content item, and a restriction on the type of request when the content item is selected is associated with the content item. Item 5. The content server according to any one of Items 1 to 4.   The content server of claim 5, wherein the minimum time is based on the restriction associated with the content item.   7. The decision engine according to any one of the preceding claims, wherein the decision engine is configured to select content items to be transmitted by the web interface from content items that do not have an associated minimum time. The content server described.   The plurality of content items includes a video clip, and the desired number of impressions associated with the video clip is calculated based on a duration of the video clip. Content server.   The web interface is configured to receive an offer for impressions from a remote system, and the decision engine bids for an impression via the web interface, and the remote system indicated that the bid was successful 9. A content server according to any one of the preceding claims, wherein the content server is configured to send the selected content item via the web interface. A method of providing content items for inclusion in a web page from a plurality of content items, wherein each content item is associated with a desired number of impressions at a given time.
For each content item, calculating a minimum time for the content item based on a desired quantity of impressions associated with the content item and the predetermined time;
Selecting a content item from the plurality of content items in response to a request for a content item;
Providing the selected content item;
Recording the time at which the content item was provided,
The method wherein the content item is selected from among the content items whose duration at the current time and the recorded time exceeds the minimum time.   The method of claim 10, wherein the minimum time is recalculated periodically.   12. A method according to claim 10 or 11, wherein the minimum time is calculated for any interval within the predetermined time.   The method according to claim 10, wherein the minimum time is calculated based on historical impression data.   14. Data indicating the type of request is received with the request, and restrictions on the type of request when the content item is selected are associated with the content item. The method described in 1.   The method of claim 14, wherein the minimum time is based on the limit associated with the content item.   16. A method according to any one of claims 10 to 15, wherein the content item is selected from content items that do not have an associated minimum time.   17. The plurality of content items includes a video clip, and the desired number of impressions associated with the video clip is calculated based on a duration of the video clip. the method of. Receiving an impression offer from a remote system;
18. A method according to any one of claims 10 to 17, comprising sending a bid for the impression to the remote system.   A computer program product provided to a content server according to any of claims 1 to 9 when executed on a server.   A computer program product configured to perform the steps of any of the methods of claims 10-18 when executed.

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